SønderjyskE was created as a club for the whole region of South Jutland as it was obvious that it was impossible to create elite teams able to compete in the top leagues on the former basis of city teams. The men's football team used to be solely based in the city of Haderslev under the name Haderslev FK. In 2004 all the elite teams in football, ice hockey and handball merged into SønderjyskE, enabling the clubs to represent not only a city but the whole region of South Jutland (Sønderjylland), which drew more attention to the teams from sponsors, fans and media and made it easier to keep talents in South Jutland.[3]